A spokesperson for Bluenity says the airlines expects around 300,000 people to sign up for the site in its first year.

Personally I don’t think a single-airline social networking site will ever take off. People are simply not that loyal to one airline. There are already much more established travel social networking sites out there, that are not tied to just one carrier.

Dopplr is the most famous example of travel social networking done right; they even offer Facebook and Flickr integration. Dopplr also has mobile access, as well as the ability to add flights to your profile using text messages.